Konrad Wozniak

konradwozniak.netBlog

Free audit reportBook a discovery call
Free audit reportBook a discovery callBook a call
All articles

Measurement2 min read

Why your ad platform reports don’t match your CRM

Different conversion events, attribution rules and reporting dates can tell different stories. Check what each number means before you use it to set budgets.

Your ad platforms show conversions. Your CRM shows leads, opportunities and customers. Before comparing the totals, check whether they describe the same outcome.

A gap can reveal a problem. It can also reflect differences in what the systems count and when they count it. The useful question is what each number tells you about acquisition.

A conversion is not always a customer

A conversion might be a form submission, a booked call, a qualified lead or a sale. Comparing all platform conversions with closed customers mixes different stages of the journey.

Separate the measures you need:

  • enquiries received;
  • leads your team qualifies;
  • opportunities progressing through sales;
  • customers won and revenue closed.

Give each stage a clear definition. A campaign that generates fewer enquiries but more qualified opportunities may deserve more budget than its headline cost per lead suggests.

Platforms can share credit for the same outcome

A buyer may interact with ads on several platforms before enquiring. Depending on each platform’s attribution rules, more than one can claim credit for that enquiry.

Adding those totals together does not give you a count of unique customers. Check for duplicate events within accounts as well as overlapping credit across platforms.

View-through and modelled conversions describe ways of attributing or estimating outcomes. They are not automatically fake sales, and they should not be confused with spam or duplicate submissions.

Reporting dates matter too

An ad interaction and a closed deal may happen weeks apart. Different reporting dates, attribution windows and processing delays can make two valid reports disagree. Google’s guidance on data discrepancies explains why comparisons need a consistent basis.

The CRM is useful for recorded sales outcomes, but it also needs accurate stages, source data and deal values. It does not automatically prove which advertising caused a sale.

Check your numbers on a consistent basis

  1. Choose the outcome you want to compare, such as a qualified lead or a closed deal.
  2. Check what each platform’s conversion actions and values actually represent.
  3. Align the reporting period and date basis, allowing time for leads to close.
  4. Compare platform reports with the relevant CRM records, checking for duplicates and missing data.
  5. Investigate the differences before changing budgets.

There is no universal percentage gap that proves tracking is broken. Equally, matching totals alone do not prove that it works.

Build reporting that supports decisions

Use platform reports to manage campaigns and CRM outcomes to understand lead quality and sales. Connect the two where possible, with an agreed view of the differences that remain.

The acquisition audit reviews this setup alongside your ads, landing pages and follow-up. You get a diagnosis and a prioritised plan for improving how spend turns into customers.

More to read

A free review of your publicly visible ads, website and enquiry journey. Get a short report highlighting potential barriers to conversion and opportunities worth investigating.

What the report checks

  • Publicly visible ads, where available: offer, message and next step
  • How well your landing pages follow through on the ad’s promise
  • The visible enquiry journey, from arrival to forms, calls or booking
  • Website speed, mobile usability and obvious conversion barriers
  • Public trust signals, including reviews, proof and offer clarity
Cost
Free
How it’s done
Public ads and website review
What you get
A short report by email
Call needed
No

Based on public information only. It cannot verify ad spend, account performance, private tracking or CRM data. The paid acquisition audit (£1,800) uses your account and sales data to build a prioritised plan, with a walkthrough call. Its fee is credited in full if you book a sprint.

Ad platforms you use Optional

I use your details to prepare your report and follow up about it. Privacy notice

A few lines about your business and where things are stuck is enough.

Your details are only used to reply to you. Privacy notice

Share some context about your business, then choose a time for a 30-minute call. I’ll review your answers beforehand so we can focus on your priorities.

  1. About your business
  2. Pick a time

Why I ask before you book

  • I review your answers and website so we can use the call to discuss your goals and what is holding growth back.
  • If it’s clear I’m not the right fit, I’ll tell you by email and save you the 30 minutes.
  • Your goals, budget and timing help us decide whether an acquisition audit is the right next step.
Length
30 minutes
Format
Video call
Cost
Free
Who you speak to
Konrad, directly

We’ll discuss your current setup, what you want to improve and whether I can help. There’s no obligation to book an audit or sprint.

How customers usually buy from you
When would you like to start?

Only used to prepare for the call. Privacy notice

Choose how this site looks and sounds. Saved in this browser only.

Appearance

System follows your device.

Text size

Larger text across the whole site.

Animations

Turn off to pause the dashboard and page motion.

Background music

Choose a soundtrack for your visit. Music starts automatically when your browser allows it, or after your first click or tap.

Genre

Last reviewed · Issued by LinnStudio Ltd

This notice explains what personal information LinnStudio Ltd collects, why, and what you can ask us to do with it. We keep it short because we collect very little.

Who we are

LinnStudio Ltd (“we”, “us”) is the company through which Konrad Wozniak provides consulting services, and the controller of the personal information described here. We are a private limited company registered in Scotland, company number [SC000000], with our registered office at [Service address line 1], [Service address line 2], Glasgow, [G1 1AA]. We are registered with the Information Commissioner’s Office under number [ZB000000].

For anything about your personal information, email hello@konradwozniak.net.

This website

The website has no analytics, no advertising pixels and sets no cookies. The reality check calculator runs entirely in your browser: nothing you type into it is sent to us or stored. Settings you choose, such as dark mode, are saved only in your own browser, as the cookie policy explains. Our fonts are served from our own domain, so visiting a page does not send your details to a font or analytics provider. The discovery call, free audit report and contact forms are covered in their own sections below.

Like any website, our hosting provider automatically records technical information when a page is requested: your IP address, browser type, the page requested and the time. We rely on our legitimate interest in keeping the website secure and working to process this, and the logs are kept only for as long as the host needs them for that purpose.

Booking a discovery call

Before the booking calendar appears, a short intake form asks for your name, work email, company website, role, how customers buy from you, your monthly ad spend, the CRM you use, what made you look for help and when you would like to start. We use this to prepare for the call and to tell you early if we are not the right fit. Our lawful basis is taking steps at your request before entering into a contract, or our legitimate interest in responding to business enquiries. The form is delivered by a form provider that acts on our instructions.

You then book the time itself with a third-party scheduling service. It collects your name, email address and anything you add in its booking form, and passes them to us to arrange the call. The scheduling service acts on our instructions and also has its own privacy notice, which it shows when you book.

Requesting a free audit report

If you request a free audit report, the request form collects your name, email address, website and the details you choose to share about your ad accounts. We use this to prepare and send the report and to follow up about it. Our lawful basis is taking steps at your request before entering into a contract, or our legitimate interest in responding to business enquiries. The form provider acts on our instructions.

Using the contact form

If you send a message through the contact form, it collects your name, email address, and anything else you choose to give: your company website, your monthly ad spend and your message. We use this to reply and to decide whether we can help. Our lawful basis is our legitimate interest in responding to business enquiries. The form is delivered by a form provider that acts on our instructions.

Emailing us

If you email us we keep the correspondence, your contact details and anything you send, so that we can reply and keep a record of our discussions. Our lawful basis is our legitimate interest in running and developing our business.

If you become a client

We process the business contact details of the people we work with, along with the information needed to deliver and invoice the work. Our lawful bases are performing our contract and complying with legal obligations such as keeping accounting records.

During an engagement we may work inside your advertising, analytics or CRM accounts. Where those systems hold personal information about your customers, you remain the controller and we act as your processor under the terms of our agreement with you.

Marketing

We do not add people to mailing lists without their consent, and we never sell or rent personal information.

Who we share it with

We share personal information only with:

  • service providers who help us run the business, such as our email, scheduling, form, video call, file storage and accounting providers, who act on our instructions;
  • professional advisers such as our accountants and lawyers, where needed;
  • HMRC, regulators, courts or law enforcement, where the law requires it.

International transfers

Some of our service providers store or access data outside the UK. When they do, the transfer is covered by UK adequacy regulations or by appropriate safeguards such as the UK International Data Transfer Agreement or Addendum.

How long we keep it

  • Enquiries and discovery call notes that do not lead to work: up to 24 months after our last contact.
  • Client and financial records: for as long as the law requires, normally six years after the end of the financial year they relate to.
  • Website server logs: as set by our hosting provider, usually a matter of weeks.

Your rights

Under UK data protection law you can ask us to:

  • give you a copy of the personal information we hold about you;
  • correct information that is wrong or incomplete;
  • delete your information, or restrict how we use it;
  • stop using it where we rely on legitimate interests;
  • send it to you or another organisation in a portable format.

Email hello@konradwozniak.net to make a request. There is no charge, and we will reply within one month. We do not make decisions about you by automated means.

If you are unhappy with how we have handled your information, please tell us first so we can put it right. You can also complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

Changes to this notice

We will update this notice if the way we handle personal information changes. The date at the top shows when it was last reviewed.

Last reviewed · Issued by LinnStudio Ltd

This website sets no cookies and does not track you. That is why you did not see a cookie banner.

What we do not use

  • No cookies, first-party or third-party.
  • No analytics, heatmaps or session recording.
  • No advertising or social media pixels.
  • No fingerprinting or other ways of recognising returning visitors.
  • No embedded third-party content until you ask for it. Fonts and images are served from this domain.

Settings you choose

If you change a setting on the site (appearance, text size, animations, or background music and its genre and volume), your browser saves that choice in its local storage on your device, so the site behaves the way you asked next time. It is only stored because you asked for it, it is never sent to us, and it does not identify you. To remove the saved choice, use “Reset to default” in Settings or clear this site’s data in your browser.

After you complete the discovery call form, the booking calendar of a third-party scheduling service is shown inside the pop-up. It is not loaded before then. That service may use its own cookies, and it is responsible for asking for your consent where required. Its cookie policy applies to the calendar.

If this changes

If we ever add cookies that are not strictly necessary, we will update this policy first and ask for your consent before setting them, as the Privacy and Electronic Communications Regulations require.

Questions

Email hello@konradwozniak.net. For how we handle personal information more generally, see our privacy notice.

Last reviewed · Issued by LinnStudio Ltd

These terms apply to your use of konradwozniak.net. By using the website you accept them. Consulting work is covered by a separate written agreement, not by these terms.

About us

This website is operated by LinnStudio Ltd, the company through which Konrad Wozniak provides consulting services. It is a private limited company registered in Scotland, company number [SC000000]. Registered office: [Service address line 1], [Service address line 2], Glasgow, [G1 1AA]. Email: hello@konradwozniak.net.

Information only

The content of this website is general information about our services. It is not advice for your business and you should not rely on it as such. Advice is given only within an agreed engagement.

Accuracy and availability

We keep the website accurate and up to date, but we do not promise that it is complete, current or free from errors, or that it will always be available. We may change or remove content at any time.

Intellectual property

The text, design and graphics on this website belong to LinnStudio Ltd unless stated otherwise. You may view and print pages for your own reference. Please do not copy or reuse them for any other purpose without our written permission.

Links to other websites, including our scheduling service, are provided for convenience. We are not responsible for their content or how they handle your information.

Our liability

To the extent the law allows, we are not liable for any loss or damage arising from use of, or reliance on, this website. Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot lawfully be limited or excluded.

Governing law

These terms are governed by the law of Scotland, and the Scottish courts have exclusive jurisdiction over any dispute arising from them.

Changes

We may update these terms from time to time. The date at the top shows when they were last reviewed.